Focusing on the forest or the trees: How abstract versus concrete construal level predicts responses to eco-friendly products

Abstract In this research, we propose that, by their very nature, issues linked to environmental sustainability feel psychologically distant to people. Because of this, the mindset that an individual holds can predict reactions to eco-friendly products. Across five experiments, the authors demonstrate that construing information at an abstract (vs. concrete) level is associated with more positive reactions to eco-friendly products. This differential response is driven by the fact that an abstract construal is compatible with a focus on the future. Eco-friendly products can potentially be made somewhat more appealing to individuals with a concrete construal by strategically altering communications about these products to match this construal. We demonstrate that this can be accomplished by presenting detailed, concrete information about the sustainable attributes of the product. We also present results suggesting that explicitly framing communications about eco-friendly products to focus on the present (vs. the future) may accomplish the same goal.